UK: George to launch graduate fashion line

George at Asda is set to launch a new label called G21 Talent, a line of limited edition, catwalk inspired collections created by designers from Graduate Fashion Week.

The Wal-Mart-owned brand has been sponsoring Graduate Fashion Week since 2011, and the range sees the it taking this investment a step further.

"Not only will we be providing a platform for graduates to showcase their great work to potential employers at Graduate Fashion Week, we will be bringing together the cream of the fashion crop and collaborating with them to launch a brand new and exclusive label to George, titled G21 Talent," said George brand director Fiona Lambert.

Two collections will launch on 25 March, with a further three to follow over the coming months. The range is being designed by Claire Acton, Chloe Jones, Jessica Piper, Frankie Quinn and Chloe Horsfield.

Each graduate will be fully mentored through the design process, with the opportunity to shadow George's team of industry leading designers, learning the skills required to create exciting, fashion forward yet affordable mainstream designs for high-street retail.

"During its early years G21 Talent will be focused on recruiting graduate fashion designers to help create ranges. Our ambition is to cast the net wider, employing fashion graduates across the wider business with opportunities in marketing, buying, merchandising and beyond, helping develop the brand and creating jobs for fresh young talent," added Lambert.

It will be available in selected Asda stores, online, and at its franchise stores in the Middle East. Prices will range from GBP12-18 (US$18-27).

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